Our Partners
The company has continued to expand its visibility by forming long term relationships with individuals who are closely connected to sport, entertainment, and outdoor driven lifestyles. These collaborations are not limited to promotional appearances; instead, they influence how products are designed, how campaigns are shaped, and how the overall brand is positioned in the public space. By aligning with people who regularly perform, travel, and compete in demanding environments, the company reinforces the idea that its eyewear is meant to function in real conditions where performance, comfort, and durability matter.
One of the most prominent areas of involvement is motorsports, where the brand has established connections within professional racing communities. Its association with NASCAR, particularly through partnerships with the 23XI Racing team, places the company within a highly competitive and visually intense sporting world. Racing environments demand quick reaction times, long hours in bright sunlight, and constant exposure to changing track conditions. These factors make it an ideal setting for demonstrating how eyewear performs under pressure. Collections inspired by motorsports often feature bold visual styling, energetic color themes, and design cues that reflect speed and motion, helping translate the atmosphere of racing into wearable form.
Professional drivers contribute more than visibility for the brand; they also offer practical insight based on real usage. Well known competitors such as Kyle Busch and Denny Hamlin provide feedback shaped by extensive experience in outdoor racing environments where visual clarity and eye protection are essential for performance. Their perspectives help guide improvements in lens performance, frame stability, and long term comfort. This type of input ensures that product development is influenced by actual conditions rather than purely theoretical design goals, strengthening the connection between athletic performance and eyewear functionality.
In addition to established champions, the company also collaborates with younger and emerging figures in motorsports. Drivers such as Rajah Caruth represent the next generation of racing talent and help introduce the brand to newer audiences who follow developing careers within the sport. Working with rising athletes allows the company to remain connected to evolving trends in racing culture while also supporting individuals at earlier stages of professional growth. These relationships often bring a fresh perspective that helps keep product storytelling relevant and forward looking.
Beyond racing, the company has expanded its partnerships into a wide range of other athletic and outdoor disciplines. Sports such as beach volleyball, golf, fishing, and general outdoor recreation all play a role in shaping how products are positioned and tested conceptually. Each environment presents different visual and physical challenges, from intense sunlight on open sand courts to reflective water surfaces or shifting lighting conditions on golf courses. These varied contexts allow eyewear designs to be associated with multiple real world applications rather than a single sport or activity.
Golf partnerships, in particular, highlight the importance of precision and clarity in visual performance. Athletes like Sahith Theegala and Chase Johnson operate in environments where subtle differences in lighting and depth perception can influence performance outcomes. Golf courses often expose players to long durations of sunlight and wide open landscapes, making glare reduction and lens consistency especially important. Input from professional golfers helps guide product refinement in areas such as visual contrast, comfort during extended wear, and adaptability across changing outdoor conditions.
The brand has also built a presence in music and creative entertainment through collaborations with artists who bring a different form of cultural influence. Partnerships with performers such as Maddie and Tae introduce design ideas shaped by personal expression, storytelling, and stage presence. These collaborations often lead to limited edition releases that reflect the individuality of the artists involved while maintaining practical functionality. As a result, the eyewear becomes not only a performance accessory but also a representation of personal style and artistic identity.
Outdoor recreation communities, including fishing and water based sports, represent another important area of collaboration. Working with anglers such as John Hunter helps emphasize product performance in environments dominated by reflection, brightness, and constantly changing light conditions. Fishing environments place heavy demands on lens clarity and polarization, making them ideal for showcasing visual performance technology. These partnerships highlight eyewear designed for both specialized outdoor use and everyday activities, reinforcing versatility across different customer lifestyles.
Many of these collaborations result in co developed product lines that combine functional design with creative influence. Limited releases often incorporate signature colors, unique detailing, and stylistic elements inspired directly by the partner’s personality or professional environment. This process allows collaborators to contribute meaningfully to product identity while giving customers access to eyewear connected to recognizable figures and real world experiences. It also helps maintain a balance between technical performance and visual individuality.
Overall, the company’s partnership strategy serves as a bridge between product innovation and cultural relevance. By working with athletes, musicians, and outdoor professionals, it positions its eyewear within authentic environments where performance and lifestyle naturally intersect. These ongoing relationships continue to shape how products are developed and how the brand is perceived across different communities. As the network of collaborators grows, the company strengthens its connection to audiences who value functionality, personal expression, and active living.